As the people of India, which is mostly under the age of 35, becomes more affluent and self conscious, personal grooming has gotten more significant.
Several brands have positioned themselves in the marketplace based on various attributes and advantages. Himalaya desires to understand the effect of values and lifestyles on the brands in this class as well as on the type of face washes. The case uses a consumer survey conducted in December 2011 that inquired the lifestyle of consumers and joined it to various face wash brands through the theory of laddering. Were advantages and the characteristics of the brands related to the lifestyles of the consumers? How were values linked with brand organization? Himalaya expects to obtain penetrations through these questions to find how it can effectively compete with its competitors through branding organization.
PUBLICATION DATE: December 12, 2012 PRODUCT #: W12378-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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